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US Finance Loans & Mortgages - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Loans & Mortgages category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 US Finance Loans & Mortgages brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
lendingtree.com 8.62
rocketmortgage.com 5.02
sofi.com 4.9
chase.com 4.71
mrcooper.com 3.22
freedommortgage.com 2.84
upstart.com 2.81
themilitarywallet.com 2.71
nerdwallet.com 2.46
fastloanadvance.com 2.35
others 60.36

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In the competitive landscape of Google PPC for finance, LendingTree leads with 8.62% click share. Rocket Mortgage and SoFi follow closely. Notably, ‘others’ dominate with a significant 60.36% share.

Market Exposure

Share of Spend for the top 10 US Finance Loans & Mortgages brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Date lendingtree.com sofi.com rocketmortgage.com bestmoney.com chase.com upstart.com fund.com themilitarywallet.com fastloanadvance.com nerdwallet.com
2025/04/01 7.67% 5.61% 4.79% 4.34% 2.09% 3.37% 3.54% 2.26% 2.99% 3.33%
2025/04/02 8.04% 6.2% 4.9% 4.47% 2.37% 3.91% 3.37% 1.65% 3.29% 2.68%
2025/04/03 8.1% 4.53% 5.51% 3.57% 2.54% 3.26% 2.92% 0.37% 3.02% 2.32%
2025/04/04 9.33% 6.04% 4.25% 4.92% 2.65% 2.54% 2.5% 0.03% 3.46% 2.07%
2025/04/05 7.56% 7.59% 4.66% 4.85% 3.58% 3.73% 3.09% 1.09% 2.43% 2.05%
2025/04/06 7.36% 7.44% 4.29% 4.75% 3.81% 3.58% 2.97% 2.17% 2.4% 3.33%
2025/04/07 7.66% 6.34% 4.55% 4.54% 2.43% 3.76% 3.73% 2.48% 2.95% 3%
2025/04/08 8.17% 5.45% 4.63% 5.05% 3.56% 3.93% 4.03% 0.68% 3.13% 2.18%
2025/04/09 8.42% 5.96% 5.6% 5.2% 2.6% 3.77% 3.47% 1.05% 3.13% 2.1%
2025/04/10 9.08% 4.35% 5.18% 4.9% 2.96% 3.62% 3.51% 0.95% 2.55% 2.37%
2025/04/11 8.67% 4.93% 5.09% 4.6% 2.9% 4.26% 2.71% 1.15% 3.25% 1.84%
2025/04/12 8.57% 5.72% 5.81% 4.33% 3.65% 3.68% 2.66% 2.55% 2.88% 1.78%
2025/04/13 8.48% 6.72% 5.61% 4.99% 4.57% 3.51% 3.3% 2.34% 3.22% 2.74%
2025/04/14 8.52% 6.22% 4.29% 4.69% 3.78% 3.6% 4.36% 2.35% 2.95% 3.51%
2025/04/15 9.85% 5.1% 5.12% 5.39% 4.37% 3.58% 4.2% 0.91% 2.62% 2.39%
2025/04/16 8.46% 7.22% 4.35% 4.75% 3.35% 3.4% 4.31% 1.42% 2.77% 2.49%
2025/04/17 6.51% 6.46% 4.04% 3.85% 3.08% 1.68% 2.73% 1.85% 1.97% 2.13%
2025/04/18 7.26% 4.55% 5.44% 4.2% 4.75% 3.49% 3.46% 1.39% 2.45% 4.41%
2025/04/19 7.18% 5.35% 5.45% 3.73% 4.16% 4.16% 2.66% 2.5% 3.11% 4.55%
2025/04/20 9% 6.38% 5.35% 3.16% 5.68% 3.65% 3.28% 2.67% 2.98% 3.56%
2025/04/21 6.83% 6.52% 5.18% 3.66% 5.13% 3.62% 3.42% 3.1% 3.78% 2.89%
2025/04/22 9.42% 6.87% 4.24% 3.79% 5.32% 3.65% 3.14% 2.02% 3.24% 3.5%
2025/04/23 9.7% 6.45% 4.22% 3.56% 5.35% 3.77% 2.86% 2.87% 2.75% 3.23%
2025/04/24 9.06% 6.51% 5.2% 3.74% 3.87% 3.98% 3% 2.17% 3.23% 2.66%
2025/04/25 9.78% 6.19% 4.27% 3.67% 5.47% 4.74% 2.45% 2.98% 3.24% 2.13%
2025/04/26 7.87% 7.1% 4.76% 3.78% 6.75% 3.72% 2.45% 5.27% 2.42% 2.08%
2025/04/27 7.65% 7.87% 4.97% 3.78% 8.29% 3.62% 2.6% 3.76% 2.96% 2.5%
2025/04/28 8.18% 6.76% 5.25% 4.29% 5.52% 4.2% 2.85% 2.82% 2.65% 2.36%
2025/04/29 10.34% 5.77% 4.75% 4.24% 4.77% 4.03% 2.92% 1.22% 3.47% 2.18%
2025/04/30 10.27% 6.08% 5.24% 4.57% 4.46% 3.76% 2.93% 2.91% 2.66% 2.29%

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LendingTree’s PPC spend share peaked at 10.34% on April 29, 2025, while Sofi and RocketMortgage showed moderate fluctuations. Chase surged late in the month, reaching 8.29% on April 27. The month concluded with LendingTree leading, followed by Sofi and RocketMortgage.

Market Exposure

Competitor Count for US Finance Loans & Mortgages

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Date Competitor Count
2025/04/01 1471
2025/04/02 1412
2025/04/03 1504
2025/04/04 1535
2025/04/05 1482
2025/04/06 1499
2025/04/07 1480
2025/04/08 1480
2025/04/09 1384
2025/04/10 1478
2025/04/11 1366
2025/04/12 1365
2025/04/13 1372
2025/04/14 1387
2025/04/15 1354
2025/04/16 1382
2025/04/17 1392
2025/04/18 1545
2025/04/19 1522
2025/04/20 1431
2025/04/21 1436
2025/04/22 1456
2025/04/23 1421
2025/04/24 1435
2025/04/25 1386
2025/04/26 1405
2025/04/27 1374
2025/04/28 1392
2025/04/29 1375
2025/04/30 1318

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April saw fluctuating advertiser numbers, peaking at 1,545 on April 18. The month concluded with a decline, ending at 1,318.

Campaign Efficiency

Market Loss & Market Gains for US Finance Loans & Mortgages

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name Market Trend
themilitarywallet.com 1.82%
chase.com 1.68%
lendingtree.com 0.71%
sofi.com 0.67%
upstart.com 0.42%
mrcooper.com -0.57%
freedommortgage.com -0.59%
ccoacares.com -0.65%
heausa.org -0.73%
frameworkhomeownership.org -0.99%

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Chase.com and themilitarywallet.com surged in click share, gaining 1.68% and 1.82% respectively. Meanwhile, frameworkhomeownership.org saw a decline of 0.99%.

Campaign Efficiency

US Finance Loans & Mortgages Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date lendingtree.com sofi.com chase.com rocketmortgage.com themilitarywallet.com bestmoney.com upstart.com fastloanadvance.com fund.com nerdwallet.com
2025/04/01 6.84% 4.55% 1.96% 4.69% 2.75% 3.36% 3.1% 2.94% 2.91% 3.33%
2025/04/02 7.17% 5.37% 2.19% 3.91% 1.94% 3.44% 3.76% 3.45% 3.06% 2.92%
2025/04/03 6.94% 3.64% 2.3% 4.61% 0.34% 2.78% 2.84% 3.16% 2.21% 2.79%
2025/04/04 8.82% 5.95% 2.69% 3.78% 0.04% 4.18% 2.44% 3.29% 2.13% 1.94%
2025/04/05 6.83% 7.32% 3.25% 4.14% 1.22% 4.33% 3.47% 2.19% 2.62% 2.09%
2025/04/06 6.46% 6.35% 3.91% 3.52% 2.51% 4.15% 3.24% 2.18% 2.35% 2.92%
2025/04/07 6.74% 5.52% 2.28% 3.55% 3.34% 3.54% 3.58% 2.96% 2.94% 3.21%
2025/04/08 7.52% 5.18% 3.62% 4.13% 0.93% 4.23% 3.9% 3.21% 3.32% 2.27%
2025/04/09 7.7% 5.55% 2.74% 5.11% 1.68% 3.95% 3.5% 3.03% 2.85% 1.73%
2025/04/10 8.13% 3.66% 3.21% 4.5% 1.41% 4.1% 3.42% 2.57% 2.96% 2.2%
2025/04/11 8.18% 4.29% 2.73% 4.35% 1.46% 3.67% 4.23% 3.23% 2.3% 1.71%
2025/04/12 7.24% 4.92% 3.71% 5.91% 4.28% 3.37% 3.27% 2.68% 2.04% 1.59%
2025/04/13 7.59% 6.27% 5.3% 5.11% 3.6% 3.83% 3.23% 3.25% 2.59% 2.3%
2025/04/14 8.11% 5.55% 3.51% 3.43% 3.79% 3.55% 3.41% 3.14% 3.36% 3.04%
2025/04/15 9.24% 4.92% 4.14% 4.66% 1.34% 4.32% 3.38% 2.58% 3.42% 2.21%
2025/04/16 8.15% 7.71% 3.37% 3.62% 1.56% 3.68% 3.28% 2.89% 3.35% 2.5%
2025/04/17 7.14% 5.94% 3.2% 3.35% 3.11% 2.8% 1.1% 2.08% 1.97% 2.12%
2025/04/18 7.65% 4.45% 4.53% 6.05% 2.17% 3.38% 3.22% 2.47% 2.76% 4.05%
2025/04/19 6.58% 5.54% 4.1% 5.4% 3.28% 3.1% 3.68% 3.05% 2.38% 3.87%
2025/04/20 8.72% 6.6% 5.99% 4.92% 3.7% 2.52% 3.31% 2.98% 2.67% 2.8%
2025/04/21 6.24% 6.31% 4.72% 5.07% 4.17% 2.74% 3.43% 3.46% 2.59% 2.79%
2025/04/22 8.92% 6.66% 5.24% 3.76% 3.19% 2.85% 3.56% 3.22% 2.46% 3.15%
2025/04/23 9.83% 7.19% 5.65% 3.8% 3.93% 2.67% 3.62% 2.68% 2.4% 2.74%
2025/04/24 8.86% 6.78% 4.05% 4.84% 2.99% 3.04% 3.98% 3.29% 2.5% 2.34%
2025/04/25 9.89% 6.18% 5.26% 3.4% 4.58% 2.77% 4.49% 3.25% 2.14% 1.79%
2025/04/26 7.7% 7.6% 7.05% 4.73% 7.35% 2.99% 3.48% 2.33% 2.06% 1.84%
2025/04/27 7.74% 8.06% 8.91% 4.37% 5.16% 3.11% 3.31% 2.79% 2.27% 1.91%
2025/04/28 7.59% 6.83% 5.36% 5.07% 3.45% 3.36% 3.9% 2.62% 2.28% 1.98%
2025/04/29 10.07% 5.85% 4.76% 4.7% 1.92% 3.48% 3.86% 3.43% 2.48% 1.94%
2025/04/30 10.05% 5.73% 5.06% 4.9% 4.24% 3.8% 3.71% 2.8% 2.35% 1.94%

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LendingTree’s impression share peaked at 10.07% on April 29, ending strong at 10.05%. Sofi saw fluctuations, peaking at 8.06% on April 27. Chase’s share rose to 8.91% on April 27. Rocket Mortgage remained steady, while The Military Wallet surged mid-month. BestMoney, Upstart, FastLoanAdvance, Fund, and NerdWallet showed varied trends, with NerdWallet ending at 1.94%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Loans & Mortgages

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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  1. 1
    Mortgage Calculator https://secure.ccoacares.com › debt › solutions

    Calculate Monthly Payments — Use our free, no-login loan calculators for instant payment & mortgage estimates. Get in touch today to see how a debt consultation meeting can...

  2. 2
    Chase Mortgage Calculator https://www.chase.com

    Try Our Calculators — Estimate The House You Can Afford And Your Loan Options With Our Mortgage Calculators.

  3. 3
    We Accept Everyone, Up To $35k https://www.fastloanadvance.com

    Voted Best Loan For 2025 — No Credit Check Loans. Same Day Funding. Instant Approval. 100% No Upfront or Hidden Fees.

  4. 4
    VA loan calculator - Estimate your 2025 payments https://www.themilitarywallet.com › calculator

    Take advantage of your hard-earned VA mortgage benefits. Get 0% down, no PMI and more. Only...

  5. 5
    Loans With No Paperwork https://www.upstart.com › personal › loans

    Funds Sent In As Fast As 24Hrs — Searching Personal Loans? Most Borrowers on the Upstart Marketplace are Instantly Approved

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In the competitive world of Google PPC, five standout text ads capture attention with distinct themes and messaging. Ccoacares.com offers a user-friendly mortgage calculator, emphasizing ease with no-login access. Chase.com focuses on affordability, guiding users to estimate their housing budget. Fastloanadvance.com promises inclusivity with no credit checks and same-day funding. Themilitarywallet.com highlights VA benefits, offering 0% down payments. Upstart.com simplifies the loan process, boasting instant approvals and quick fund transfers. Each ad uniquely addresses consumer needs, from financial planning to swift loan access.

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See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.